Why Consistency Matters: The Impact of Recurring Giving in the US and Nigeria

As we step into a new year, many people think about generosity—not just as a one-time act, but as a lifestyle. In both the United States and Nigeria, recurring giving is emerging as one of the most powerful ways to create sustainable impact. While one-time donations are valuable, consistent giving transforms communities, strengthens organizations, and ensures long-term change.

Recurring giving is more than a financial strategy—it’s a commitment to purpose, people, and progress.

The Power of Recurring Giving

Recurring giving refers to donations made regularly—monthly, quarterly, or annually—rather than one-time contributions. This model has become a cornerstone of sustainable nonprofit funding because it provides predictable support and deeper donor engagement.

Research shows that recurring donors are uniquely valuable to organizations. They tend to stay connected longer and give more over time. Studies indicate that recurring donors can give up to 42% more annually than one-time donors and often remain supporters for years rather than months.

In fact, retention rates for recurring donors can reach 60–70% or higher, far exceeding the retention of one-time donors.  This consistency allows organizations to plan effectively, invest in programs, and respond quickly to urgent needs.

Impact of Recurring Giving in the United States

Long-Term Growth

Data shows that recurring donor bases have grown significantly in recent years. Between 2018 and 2022, the average nonprofit saw a 127% increase in recurring donors, demonstrating the growing importance of consistent giving in the US.

Impact of Recurring Giving in Nigeria

While detailed data on recurring giving in Nigeria is less widely documented than in the US, the impact is equally profound—if not greater—due to economic and social realities.

Empowering Communities

In Nigeria, recurring giving plays a critical role in supporting education, healthcare, youth empowerment, and poverty alleviation. Small but consistent contributions can fund scholarships, community programs, and essential services that would otherwise struggle to survive.

Unlike large one-time donations, recurring giving ensures that programs do not stop when funding runs out. It creates continuity in communities that rely heavily on nonprofit support.

One of the most powerful truths about recurring giving is that impact is not measured by the size of a single gift, but by the consistency of support over time.

A modest monthly donation can accumulate into significant resources for social change. Over a donor’s lifetime, recurring contributions often surpass the total amount given by one-time donors.

Moreover, recurring giving helps nonprofits shift from survival mode to strategic growth, enabling them to plan long-term solutions rather than short-term fixes.

The experiences of the US and Nigeria highlight a universal truth: sustainable change requires sustained commitment.

• In the US, recurring giving strengthens organizational systems and donor relationships.

• In Nigeria, it sustains vital programs and empowers communities facing economic challenges.

Across both contexts, recurring giving transforms generosity into lasting impact.

A Call to Consistent Generosity

As we begin the year, the question is not just “How much can I give?” but “How consistently can I give?”

Recurring giving is a powerful expression of faith, compassion, and responsibility. Whether in the United States or Nigeria, consistent generosity creates a ripple effect that changes lives, strengthens communities, and builds a future filled with hope.

True impact is not built in moments—it is built in commitment.